I hope you're able to change the name. When I see a headline about equestrians, I don't pay attention because it doesn't apply to me. I can easily imagine a headline mentioning geeks that a lot of people would ignore for the same reason, espeically about an advocate group that appears to support geeks. Incidentally, I dislike being referred to as a "geek", so you're also alienating some supporters.
You have to talk to your audience in their language, not (y)ours.
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